Major changes coming to three loyalty programs

If you’re even the least bit familiar with consumer behaviors, you know keeping consumers excited is a large part of having a successful loyalty program. That might mean starting anew, trying different methods, or dissolving what doesn’t work.

We’ve created a list of three brands whose loyalty programs are in the news for their recent changes.

1. Dunkin’ Donuts

Dunkin’ Donuts lovers are in for a great treat. The coffee and donut franchise is taking its rewards program to new heights with a new name and even newer earnings. Dunkin’ Rewards, formerly known as DD Perks, is set to become the brand’s modernized loyalty program. 

Thanks to the new program, members will be able to earn more points at a faster rate. Their newest loyalty tier, Boosted Status will give customers "1.2X more points for every dollar spent.” In exchange for the generous offer, members will have to visit the store 12 or more times.

2. Starbucks

In recent months, there’s been an increase in conversations surrounding NFTs otherwise known as non-fungible tokens. Starbucks is one of the latest brands to hop on the trend.

As of right now, there are very few details on what the coffee retailer’s loyalty program will look like with the new change. However, it is the brand’s priority that consumers feel valued; the branded NFTs are meant to “initiate community membership and allow for access to exclusive experiences and perks.”

3. Uber

After four years of providing riders with exclusive offers and perks, Uber Rewards is ending. While nothing will be coming to replace the program, users can get an Uber One membership which offers a number of perks.

Those who are currently Uber Rewards program members will get a one-month subscription to Uber One for free, but will have to pay once that month is up. 

Consumer loyalty rewards programs are huge components of brand success and their prosperity largely depends on staying fresh. Dunkin’ Donuts, Starbucks, and Uber have the right idea.